Denver Broncos linebacker and Super Bowl 50 MVP Von Miller has some big cleats to fill as the latest Old Spice guy, following popular pitchmen Isaiah Mustafa and Terry Crews as the star of Wieden + Kennedy's high-profile ads for the P&G brand.
In a pair of spots tagged "Unforsweatable," touting Old Spice's Hardest Working Collection of deodorants and body washes, Miller quickly establishes his game plan. Less self-consciously suave than Mustafa, and way less manic than Crews (who came off like a crazed human cartoon character in some of his Old Spice appearances), Miller exudes a highly relatable vibe, and his confident charm really shines through.
"The Road," online now and running Sunday during the Broncos-Colts telecast, shows him taking the "less traveled" route through the Mojave Desert, wielding a jackhammer and pavement pounder like a pro.
Dude appears to be having a grand old time, even if he doesn't bust out the moves like he did for Madden 17.
"Be Harder," also currently online, though it won't break on TV until mid-season, finds Miller keeping cool as he overcomes a series of absurd in-game challenges such as a limbo contest and egg-spoon race—all with his arm stuck inside a hornets' nest, naturally.
Director Steve Rogers, who helmed Nike's epic sports-themed "Snow Day" commercial, also from W+K, adopts a sitcom-y style that's fast-paced but less jerky and jokey than some Old Spice ads. This approach puts the spotlight squarely on Miller, allowing his considerable charisma to carry the day despite the busy (and buzzy) goings-on.
For the race against the schoolgirls in "Be Harder," Miller's egg was glued to his spoon, while the kids had to balance theirs for real. Tough luck, ladies! (Away from football, Miller raises chickens. Wonder if he brought his own egg to the shoot?)
Client: Old Spice
Agency: Wieden + Kennedy, Portland
Creative Directors: Matt Sorrell, Ashley Davis Marshall
Copywriters: Ryan Niland ("The Road"), Andy Laugenour ("Be Harder")
Art Directors: Chen Liang ("The Road"), Derrick Ho ("Be Harder")
Producer: Melanie Fedunok
BA: Nestor Gandia
Account Executives: Dave Ellerbee, Georgie Gooley, Madison Savary
Production Co.: Biscuit Filmworks
Director: Steve Rodgers
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Head of Production: Rachel Glaub
Head of Production: Mercedes Allen-Sarria
UPM: Jay Veal
Production Supervisor: Jennifer Berry
Director of Photography: Jeff Cronenweth
Production Designer: Bruce Mccluskey
Editorial Co.: Mack Cut
Editor: Gavin Cutler
Asst. Editor: Brendan Hogan
Post Executive Producer: Gina Pagano
VFX & Design: The Mill
Head of Production: Dan Roberts
Producer: Kris Drenzek
Production Coordinator: Samantha Hernandez
Creative Director: Tim Davies